Juicy Couture has teamed with Crown Royal on a limited-edition collection.
Inspired by Crown Royal’s flavored whiskies, the collection brings Crown Royal’s Regal Apple, Royal Peach and Royal Blackberry flavors to life with the worlds of Juicy Couture’s nostalgic Y2K fashion.
The collection reimagines Crown Royal’s purple bag, which was given the Juicy Couture treatment with its signature velour and rhinestone embellishments, alongside matching velour tracksuits with crown and pillow detailing on hoodies and rhinestone logo trackpants — all in three flavor-inspired colorways.
The Juicy Couture x Crown Royal limited-edition collaboration in peach, pink and green — featuring Ava Dash, Kelsey Anderson and Kendra Bailey.
Accompanying campaign imagery features Ava Dash wearing apple green, Kelsey Anderson wearing blackberry pink and Kendra Bailey wearing peach.
“Juicy Couture and Crown Royal are two iconic brands with distinct identities and bringing them together creates something unexpected,” Matt Salter, executive vice president of partnership marketing at Authentic Brands Group, owners of Juicy Couture, exclusively told WWD. “Blending Juicy Couture’s iconic velour with Crown Royal’s signature purple bag creates a natural connection between fashion, culture and nostalgia.”
The brands focused on the Y2K style for the collaboration, an era that made Juicy Couture a prominent brand that was brought to cultural prominence for its tracksuits worn by the likes of Mariah Carey, JLo, Britney Spears, Jessica Alba, Kelly Rowland, Nicole Richie, Vanessa Hudgens, Paris Hilton, Lindsey Lohan and more.
Crown Royal’s Regal Apple, Royal Blackberry and Royal Peach flavors.
“The Crown Royal purple bag has become an icon in its own right,” said Jazmine Settles, senior manager of brands in culture at Diageo, owners of Crown Royal. “We love seeing all the ways people give it a second life after the bottle is gone, from holding coins to turning it into an outfit accessory. When we thought about reimagining the bag for our flavors, Juicy Couture was the perfect match. Both brands are iconic, collectible and share a real sense of nostalgia. This collab was an idea we just couldn’t leave on the cutting room floor. We’re excited to finally get this collection out into the world and see how fans of both brands make it their own.”
As part of this collaboration, Crown Royal is supporting RaiseFashion and donating $75,000 to the nonprofit organization alongside 100 percent of its net proceeds from the Crown Royal x Juicy Couture hoodie and track pants. RaiseFashion is dedicated to empowering the next generation of voices and underrepresented talent in the fashion industry by breaking down barriers and sharing time, resources and connections with communities who’ve been historically excluded from the industry. The partnership also will establish a designer grant, with one recipient awarded during New York Fashion Week.
The Crown Royal x Juicy Couture collectible bottle bags are available at select retailers nationwide and the limited-edition tracksuits are available at crownroyal.com.
